Skip Direct to Consumer. Go Direct to Value. (Marketing Futures Series)

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As consumers play with new startups and legacy brands scramble to respond, it feels like all marketing bets are off. The key to success is to understand that consumers still want what they have always wanted: quality, convenience, and brands they trust. The catch is that consumers have redefined the value that these characteristics bring to their lives, often to the detriment of legacy brands. To compete with startup DTCs, brands must look beyond the idea that DTC is a new channel to focus on the broader restructuring of consumer relationships that Forrester calls direct-to-value (DTV).